How to create a marketing plan during the pandemic
The pandemic has fundamentally changed brand loyalty and buying behaviours, creating both a huge challenge and opportunity for growth for businesses. The ongoing uncertainty has forced a lot of companies to get into recovery and crisis mode, learning to recognise the constantly changing buying attitudes and behaviours.
It’s been the biggest on-boarding exercise for e-commerce, with many businesses shifting to online and hybrid models to ensure they can get to their customers while physical shops remain closed. In order to adapt, many businesses went digital, but some have done it better than others. Those who were already positioned well in a digital world or those who have been able to quickly pivot, have seen new opportunities for growth, while those who took longer are having a much harder time. And whilst managing supply chains and customers service are critical, the success of these elements starts with understanding what customers want and how they communicate.
So, as you start planning for the year that will hopefully bring more normality to our lives and businesses, remember a few key principles:
1. Focus on what your customers value
The pandemic has brought a new set of customer values and interests. For many, it’s a guarantee of safety and reassurance, as well as knowing that they can complete their transactions with limited close contact. Businesses can create value by effectively matching their offerings to specific customer needs, however this requires understanding what products and services they are looking for, what problems are they trying to solve a which offering works the best for them, in real time.
2. Show your authentic self
Authenticity in marketing has always been best practice, but it becomes even more crucial during a crisis. Now is the time to be honest, own up to any mistakes, and show personality. Authenticity is what consumers want to see right now, and it will help companies continue to build trust. Companies that acknowledge what is going on in the world, and that honestly want to improving things, can create strong connection with their customers in the long term.
3. Build customer trust
Consumer behaviour and customer priorities are constantly changing at speed during the pandemic. Forrester’s research suggests that over 80 percent of the sales cycle now takes place online. Trust and social responsibility are more important than ever, and brands need to make clear commitments to causes they believe in and promises they make, or risk newly empowered consumers calling them out.
4. Invest in your digital presence
Customers make more decisions before contacting a business than ever before, and they expect your website and social channels to educate them fully. If they can’t find the information they’re looking for on your digital channels, they might just head to your competitor’s website instead. Make it easy for your customers to buy from you by educating them about your offering, as well as implementing clear and simple calls to action that will drive sales.
5. Plan flexibly
Forget annual marketing plans. Plan for shorter periods, with activities pencilled in rather than set in stone. This will naturally require flexible budgeting and mindsets, which you probably adopted already, given the ongoing uncertainty. Evaluate your campaigns regularly to ensure you are focusing on the right goals and channels that drive revenue. As always, do more of what generates real outcomes and adapt those activities that are not delivering the results you were hoping for. The current market is difficult to predict and the speed of change means that your activities require a regular audit to ensure your return on investment.